Levi's® Brand Debuts “Behind Every Original” Campaign With Super Bowl Film Highlighting Backstories and Backsides

Core Message - The Levi's® brand has launched a new global campaign titled "Behind Every Original," which aims to celebrate individuals who influence culture, featuring a unique twist by showcasing them from the backside [1] Group 1: Campaign Details - The campaign debuted during the Super Bowl with an anthem film called "Backstory," directed by Kim Gehrig [1] - The approach of the campaign is to highlight both celebrity icons and everyday individuals, referred to as "Originals," exclusively from their backside [1] Group 2: Conceptual Focus - The rationale behind showcasing individuals from the backside is to allow them to share their impactful Levi's® backstory [1]